Products and services focused on beauty. Includes cosmetics, fragrances, hair products, nail products, etc.; beauty services such as salons, spas, etc.
COVERGIRL needed to reinvigorate the brand and put it back on Millennials' radar. Our solution lay in Katy Perry and by upending the traditional beauty marketing model. We transformed Katy from static "face" into the lens through which we developed products and communicated them to fans. Katy Kat by COVERGIRL became a juggernaut success - with over 1 billion earned impressions in the first three months, we've exceeded our weekly sales goal each week since launch, for 15 weeks in a row.
Client: Procter & Gamble
Agency: Grey New York